Thank you for this presentation. It was interesting, and very relevant in my case. I have a question that will certainly be shared by other practitioners. For companies offering enterprise software (like hubspot, slack, mailchimp, etc), there's often a difference between the customer who buys the product (the CEO or department head) and the user (the employee). Their problem and need may be different, or even contradictory. In this case, in the “People” point, is it more relevant to focus on the user or the customer? Is there an approach that can help answer this question?
From Danielle: Great question. Part of the reason I use "People" instead of "Users" is to include all of the important players (like you are suggesting). I think understanding the customer and the end users in B2B are both key competencies for good strategic decisions. When prioritizing which one to start with, I've noticed the higher strategic risks usually come from the person experiencing the Need. Often, it is the buyer who experiences the need, but the user who contributes to the measurable effect in B2B (though not always). In my experience, you'll have to understand the buyer to acquire new customers, but you'll have to understand the user for retention of those customers. Both are key, but retention often has the potential to deliver the most value for the effort when it comes to Product. I hope this helps!
So so valuable. Thank you!
Thank you for this presentation. It was interesting, and very relevant in my case.
I have a question that will certainly be shared by other practitioners. For companies offering enterprise software (like hubspot, slack, mailchimp, etc), there's often a difference between the customer who buys the product (the CEO or department head) and the user (the employee). Their problem and need may be different, or even contradictory.
In this case, in the “People” point, is it more relevant to focus on the user or the customer? Is there an approach that can help answer this question?
From Danielle: Great question. Part of the reason I use "People" instead of "Users" is to include all of the important players (like you are suggesting). I think understanding the customer and the end users in B2B are both key competencies for good strategic decisions. When prioritizing which one to start with, I've noticed the higher strategic risks usually come from the person experiencing the Need. Often, it is the buyer who experiences the need, but the user who contributes to the measurable effect in B2B (though not always). In my experience, you'll have to understand the buyer to acquire new customers, but you'll have to understand the user for retention of those customers. Both are key, but retention often has the potential to deliver the most value for the effort when it comes to Product. I hope this helps!
@@UX_Researchers_Guild When you have a leaky bucket, it's typically more important to plug the holes than pour in more customers.
Don't say: "Without any further ado..."